How to write a brief that attracts great offers

A vague posting gets vague offers. A sharp one gets creators who are genuinely a fit reaching out with thought-through terms. Here's how to write a brief that does the work for you.

Say what you actually want

Name the deliverable and the platform. "Three Instagram Reels over four weeks" beats "some content." Creators can price and pitch a specific ask far better than an open-ended one.

Describe the fit, not just the task

The best matches come from context. Tell creators who your product is for, what your brand sounds like, and what a great collaboration looks like. That's how the right people self-select in — and the wrong ones self-select out.

Put real value on the table

• Set a cash floor you'll actually honor
• List the non-cash value: product, exclusivity, ambassadorship, reporting
• Be honest about timelines and usage rights

Pick your mode

• Connection — you review offers and choose
• Open auction — offers are visible, good for speed
• Blind auction — responders don't see each other

Keep it human

You can accept a lower cash offer if the overall deal is better, and you can pick up to three winners. Say so in the brief — it invites creators to compete on value, not just undercut on price.

Clear brief in, great offers out. It really is that direct.